The "AI Wall": How Travel Companies’ Use of Bad AI Can Ruin Your Travel Experience

Booking a vacation can be the first step of an exciting journey. But at SmartCustomer, we’ve been tracking a disturbing trend that can make it anything but, alongside broader risks travelers already face when booking online. Legitimate travel companies are replacing their human support teams with “AI agents” that not only don’t help but make costly mistakes and leave customers with no way to fix them. In our analysis of recent travel reviews, we’ve identified three primary ways that flawed AI can ruin the travel experience and what you can do to protect both your trip - and your sanity.

1. The Information Crisis: AI "Hallucinations" and Misinformation

Many travel platforms now use AI to provide itinerary details and handle customer queries, which might seem like it could streamline support and reduce error. However, these systems often provide incorrect information, which is a huge liability for travelers juggling pressing schedules and impending plans. When an AI agent provides incorrect data, it can be far more than a glitch - it can be a disaster.

At SmartCustomer, we’re seeing a pattern of AI assistants providing “confirmed” statuses when bookings are still pending or providing incorrect flight times that cause travelers stress and confusion. For example, a bot told one reviewer to pay first and apply a promotional code later, only to be subsequently told by a human customer service representative that codes couldn’t be applied retroactively. One reviewer noted how AI customer service not only provided incorrect and contradictory information about flight booking and changes but made offers and false promises that couldn’t be fulfilled.

2. The AI Wall: Trapped in a Support Loop

Nearly half of the negative customer service reviews in our sample describe being trapped behind “AI walls.” AI walls are rigid chatbots or automated scripts designed to deflect human interaction instead of effectively addressing customers’ concerns and issues.

Travel companies’ overreliance on poorly executed AI turns simple questions and requests into fruitless back-and-forth conversations with a bot. These bots often refuse to escalate issues to a human representative, even when the situation is urgent. For example, one reviewer noted that despite chatting with over 100 AI bots in an attempt to reschedule a flight, nothing was resolved. Another reviewer was so frustrated by his experiences that he asserted that the ineptitude of AI chatbots stands to ruin travel companies.

3. Financial Risk: Charging Customers for AI Mistakes

Perhaps most alarming is the pattern in which customers end up paying for AI’s mistakes - without authorizing charges first. One reviewer shared that a site’s booking system error cost them significant additional fees. Another reviewer noted how AI cancelled a $650 trip without their consent, which was non-refundable and far from covered by the $50 travel insurance the site provided. A third reviewer was charged $300 to cancel an error that AI had made. In some cases, these costs for the site’s errors are charged to the customer’s stored credit card, without their consent.

Expert Tips: How to Break Through the AI Wall

If you find yourself frustrated or thwarted by inept AI, follow these steps to regain control:

• Use “Escalation” Keywords: Many bots are programmed to respond to particular words or phrases. Try triggering an escalation protocol by using terms and phrases such as: “Agent,” “Representative,” “Billing error,” or “Human support.”
• Time Your Contact: Live agents are most likely to be available during standard business hours (9 a.m. to 5 p.m.). Avoid trying to resolve complex issues on nights or weekends, when companies often switch to “bot-only” modes.
• Check the Reviews First: Before you book, search for the company on trusted review sites like SmartCustomer. Look specifically for mentions of “chatbots” or “automated support” to determine whether other travelers have been left stranded.

The Bottom Line: AI can sometimes expedite processes but as travel sites increasingly use faulty and unresponsive automated customer support systems, customers end up paying the price. The best way to protect your trip is to prevent issues by being vigilant and researching the site before booking anything. Reach out to customer service during business hours to increase your chances of reaching a human. And if things do go wrong, always demand help from a human customer support representative.

Have you been stuck behind an AI wall? Leave a review on SmartCustomer to help other travelers avoid the same issues and demand that companies fix broken systems, whether those systems are powered by humans, AI, or both.